Learn why consumers gravitate towards mentor branding, and what they have to say about brands that bring a mentor mindset to the marketplace.Get marketing insights
Mentor branding presents an opportunity for brands to create stronger bonds with customers by inspiring them, advocating on their behalf, and providing value-added information.
A recent Meyocks survey found that consumers think brands should take a stand on issues important to them and their customers.
When it comes to food, consumers feel strongly that brands should engage in mentor branding activities like providing value-added information, inspirational action, and advocacy.
Health brands have traditionally been differentiated based on functional or experience benefits. Increasingly, consumers want health brands to do more – to provide value-added information, to inspire and to advocate for customer interests.
Ever wonder what your brand means to the marketplace, and how irreplaceable it might be? The Mean More® score can tell you and help track your progress on the way to increased relevance. Our thought paper gives details on what inputs generate a Mean More® score.Read thought paper
The Mean More score measures disappointment of being unable to buy or use a brand. In doing so, it focuses on the emotional loss of going without a brand rather than more traditional measures of satisfaction or likelihood of recommending.
A Meyocks survey showed that American consumers rated Patagonia highest on its propriety Mean More® score, which measures customer disappointment with having to use another brand.
We developed the Brand Typology Tool to help give a better sense of your brand's type and its overall marketplace meaning. With this framework in place, you're at a good starting point from which to explore future brand strategy decisions.Find out your brand type